British Heart Foundation

Helping the BHF get more from marketing technology

The Client

The British Heart Foundation is one of the UK’s leading charities. It funds around £100 million of research every year that saves and improves lives of millions people affected by heart and circulatory diseases.

The challenge

Driven by an increasingly complex and diverse customer landscape, the BHF’s marketing was evolving; and their marketing technology stack needed to keep pace.

The BHF needed to understand whether their existing systems would support their marketing evolution and develop a strategy to ensure their martech worked seamlessly to support their increasingly complex goals.

The approach

We used our Marketing Technology Evaluation Framework to deliver a structured assessment of the BHF’s capabilities across Strategy, Data, Understanding and Application.

Our first step was to intimately understand the organisation’s strategy, marketing’s direction of travel and the key initiatives that were in place. We then translated this into a set of target technology capabilities and ways of working which would be required to support the needs of marketing.

Taking this benchmark we audited the existing marketing systems , performing a gap analysis and defining technology and business solutions for lacking areas. We then created a prioritised roadmap to resolve them.

The result

We identified the opportunities and gaps across the BHF’s marketing tech stack and formulated a roadmap to address critical issues and accelerate their marketing efforts.

We also aligned thinking across marketing, digital and IT teams, unifying them under a clear target model for marketing technology investment.

The end result is a shared understanding of the BHF’s marketing technology needs and new ways of working to ensure technical and marketing teams are aligned towards agreed objectives.